Forrester issues recommendations to advertisers on how to deal with X in light of recent actions

There’s been no shortage of headlines in the last year detailing how X (formerly Twitter), under current owner Elon Musk and CEO Linda Yaccarino, has had a fraught relationship with the advertising industry — sometimes resulting in legal swings taken at some of its players. 

Market research firm Forrester on Tuesday issued guidance to its clients on how advertisers ought to handle the pressures exerted by X, in a blog post authored by analysts Jay Pattisall and Kelsey Chickering. Titled “X-tortion: How Advertisers Are Losing Control Of Media Choice,” the analysts recommend three steps advertisers should take to maintain as much control in any such situation: 

• Lean into non-binding advertising commitments with X
• Explore principal media solutions for X upfront deals
• Require X to meet media performance thresholds

Pattisall said the post is meant to help with efforts advertisers have already put to work. “My understanding is that many advertisers and agencies have been quietly working in this direction,” he told Digiday. “So anything that we’re recommending is not to contradict that, but rather to support that.”

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